NDLI: Social Network Marketing: A Segmentation Approach to Understanding Purchase Intention

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Social Network Marketing: A Segmentation Approach to Understanding Purchase Intention

Content Provider	ACM Digital Library
Author	Smith, Donna Hair, Joseph F. Agudo Peregrina, Ángel F. Hernández-García, Ángel
Abstract	This study investigates the effect of online and offline pre-purchase influences and the role of fashion brand involvement and online brand engagement in predicting purchase intention of products marketed in social media. A four-construct structural model was developed and validated on a sample of 799 shoppers in North America. Partial least squares structural equation modeling (PLS-SEM) was used to test the model. All six hypotheses were supported and fashion brand involvement was identified as a mediator. The analysis incorporated an advanced segmentation technique, Partial Least Squares Prediction Oriented Segmentation, (PLS-POS). Two groups of similar size emerged with differences that are of theoretical and managerial interest. Expansion of the model and future testing in different contexts will help to refine and develop it, providing insights into social media marketing.
Starting Page	1
Ending Page	10
Page Count	10
File Format	PDF
ISBN	9781450339384
DOI	10.1145/2930971.2930992
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2016-07-11
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Fashion brand involvement Segmentation Pls-pos Social media Purchase intent Social networks Online engagement Pls-sem
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
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